| Summary: | 碩士 === 國立中山大學 === 企業管理學系研究所 === 97 === The idea of developing cultural and creative industries has been putting forward by the government in recent years. As the result of regarding virtual channel and fashion flea market as a place to test market and well conditions to start an enterprise, there are more and more designers build their own manufacture''s brand in the cultural and creative field. However, there are just a few brands can stand out from the crowd.
This study was carried by case study and regarded 5 small-and-medium-sized enterprises in cultural and creative industries branding successfully as its sample. Use different dimensions to probe into the stage from case company’s brand building, brand positioning to brand’s marketing strategies drafting. Through the categorization and contextualization analysis establish a theoretical framework.
According to this study, the power of self-actualization and dissatisfaction of industry conditions push designers to build a brand as a medium of living, creating and self-expression. To the small-and-medium-sized brands that own mostly 1 or 2 designers, the look of a brand is the style the designers have. Brand’s designers use their prior knowledge and experiences to form the brand’s spirit with their frame of mind. The process of brand position is the pattern or works added company’s competitive advantages, launched differential products and consumed by customers. On the other hand, brand owners hook up with consumers by
exhibition, blog or each channel to pass product concept and brand spirit to. Consumers will combine and assimilate the perception of the brand while they buying and the meaning of the brand they realize while interacting with brand owners, then feedback to the brand owners. Such a feedback mechanism can help brand owners adjust the way they do to meet their ideal brand position with consumers’ perception. Furthermore, case companies set a niche market position into market. In the virtuous circle, brand community management lead companies and brand close to their customers and build an inseparable relationship.
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